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Fitness gyms vary in location, membership fees and serve different social and economic milieus. Most urban gyms are located in the city centre and are at their busiest during lunch time and after work hours. In order to attract customers, most gyms offer more than a plain and functional working out environment but present themselves as lifestyle or family oriented places. Depending on the size and the target group, multi-purpose amenities encourage pre- or post-training activities, for example at their spas and beauty centres or they organize social activities at the weekend (Stewart, Smith, & Moroney, 2013). As Bryman (2004) notes, "hybrid consumption", that is, consumption of several goods and services within one single place, tends to extend the time spent by the customers there. Consequently, one may think that the more time gym users spend at their gym, the more they engage with its material and social environment, and the more they are affected by the same so that the gym becomes more than just a training site for them.